Today we’re going to talk about the actual mechanics of making money with a blog.
This is one of the most confusing parts of blogging. Where do the dollar bills actually come from? How does a business actually drive profits through blogging?
So, let’s connect the dots and remove the confusion between blogging and actually making more money.
Note: if you want to make money blogging, start selling products or services on your website. You can create your own products or services, write a book, host an event, etc. So many people fall into the trap of blogging for advertising dollars. It is much more difficult to make money if you take this route (and you have to drive a TON of traffic to your site, which will take either a lot of time or a lot of money).
I’ll tell you the key to making money through blogging… Use your blog to promote your products and services, and turn blog readers into customers. You need to bridge the gap between reading your blog and actually paying for your products and services.
Here are some ways to close that gap…
Paint a Picture
Use your blog to paint a picture of your customer’s problem and how you can solve it. For instance, a dental office could write a blog post about dental anxiety. Many patients suffer in silence about their dental anxiety. This anxiety prevents them from seeing a dentist and getting the medical attention they need.
So, paint a picture. Provide an in-depth glimpse into dental anxiety in a blog post, and explain how you can make patients comfortable and relaxed. Because patients with dental anxiety don’t see the dentist very often, they can suffer from severe dental problems and pain, which perpetuates the anxiety. Paint a picture of that suffering.
Then, paint a picture of what their life will be like once they take care of their dental problems. Show them how their life will improve after their first appointment. Go into detail about how exactly you help patients overcome dental anxiety. Walk your readers through the process and explain your products and services in a way that eases their discomfort.
In every business, it’s important to address the deepest concerns of customers. Show them you understand their fears and insecurities. Paint a picture of their suffering and paint a picture of how their life will improve. By writing about these fears, you also send a message that other customers commonly experience these worries. Bring the concerns to light to help ease any discomfort customers may have voicing their concerns. Start a conversation. Participate in the comments section of your blog to provide encouragement and added support.
These types of posts nudge your customers to take action to solve their problems. Write a post that is so compelling they have to reach for the phone to make an appointment (and remind them at the end of the post how to make an appointment). Include a specific call to action to get them through your front door. Make it easy for them to say yes and purchase from you.
Provide Resources
A strategic blog can be used to educate your customers and provide resources. Use your blog to shed light on how exactly your customer can solve a problem. Give step-by-step instructions, quick tips and digestible advice to help your reader make progress quickly.
Dental offices can do this by writing blog posts about at-home dental care. Topics could include: how to teach young children good brushing habits, which foods to avoid to prevent tooth decay, ways to keep teeth strong and healthy, how to choose a family dentist, etc.
You can also serve as a curator of resources. Collect and present your best resources about brushing, flossing, and keeping teeth healthy. You can also present a list of your favorite products (electric toothbrushes, floss, tooth whitening kits, mouth guards, etc.)
Make these posts as practical and helpful as possible. Make sure your readers leave with tips they can easily apply to their daily lives.
Remove the Roadblocks
Your blog can be a tremendous tool in removing roadblocks from your customer’s path to purchase. Use your blog to address any concerns that might be keeping your customer from buying from you.
A dentist could start writing blog posts addressing common concerns and questions patients have. Some examples are:
- Why is it important to go to the dentist every 6 months?
- At what age should a child start going to the dentist?
- How do I choose the best dental insurance?
Brainstorm with your team some roadblocks your customers may be experiencing. What is keeping your patients from making a dental appointment? How can you alleviate their concerns and get them through the door.
All customers have roadblocks, and it is your job as a business to uncover and remove them. The better you get at this, the more effective your marketing will be, and the more customers you will have.
When you sit down to brainstorm topics for your blog, keep in mind these 3 strategies: paint a picture, provide resources, and remove the roadblocks.
These types of blog posts help turn your readers into paying customers because they address customer concerns and establish you as a leader and an expert in your field. By writing these types of posts, your readers will start to trust you, and they’ll not only buy your products and services, but they’ll spread the word and share your content with their friends and family.
Are your blog posts actually turning readers into customers? Brainstorm 2 strategic blog topics and share them in the comments below!
Photo Credit: makelessnoise
